Juventus are entering a transformative period, both on and off the pitch. As the club navigates changes in management and prepares for a crucial end to the season, it is also looking decisively toward the future with major developments in its commercial strategy.
Leadership Changes Mark a New Era
The club recently announced that Francesco Calvo, a central figure in Juventus’ recent history, will leave at the end of the current season. Having served as Chief Revenue Officer and later taking on a more operational role, Calvo’s departure signals a significant shift in the club’s management structure. Juventus is expected to reorganize its senior leadership, ensuring continuity as it adapts to new challenges and opportunities.
A Major Sponsorship Agreement
Alongside these internal changes, Juventus has finalized a landmark sponsorship deal that will shape its image for years to come. Starting from the 2025/26 season, Jeep and Visit Detroit will be the club’s new front-of-shirt partners. Jeep, a long-standing sponsor since 2012, renews its commitment, while Visit Detroit becomes the first Convention and Visitors Bureau to appear as a principal shirt sponsor for a Serie A team.
The deal with Jeep is valued at €69 million through June 2028. The breakdown includes €4 million for the remainder of the 2024/25 season, €19 million for 2025/26, and €23 million for each of the following two seasons. There are also variable components linked to participation in UEFA competitions. The partnership underscores Juventus’ ambition to strengthen its international profile and commercial reach.
Both Jeep and Visit Detroit logos will appear on the men’s, women’s, and Next Gen team shirts for domestic competitions. In European tournaments, only the Jeep logo will be featured, in accordance with UEFA regulations.
New Kit Reveal and Fresh Identity
Juventus are set to unveil its new kit for the 2025/26 season on Wednesday, May 14. This early reveal departs from tradition and reflects the club’s desire to establish a strong visual identity for the next cycle. The new kit is expected to be worn by players in the final matches of the current season, potentially debuting the new sponsors on the field.
